Direct to Consumer Subscription Model Disrupts Marketing Landscape

A business model that was once solely in marketing tool kits of book publishers and CD clubs has gone main stream as marketers in all industry verticals are awakening to a significant change in consumer preferences and buying patterns. It has become very clear that today’s consumer desires a stronger relationship between their needs and brand offerings. The millennial consumer has already demonstrated their affinity to brands that provide a high level of convenience in serving their ongoing needs through subscription services.

The $1 billion sale of the Dollar Shave Club, a five year old razor start-up that utilized creativity, technology, and an effective subscription model to disrupt a multi-billion dollar industry is a case in point. The meteoric rise of Dollar Shave Club has demonstrated to marketing organizations that the time is now to transform their thinking and channel strategies to embrace an incremental business model that engages with prospects and customers in a new way. The key to success with a subscription relationship with consumers has its foundation in a highly robust and flexible ecosystem that integrates seamlessly at each customer touchpoint with a brand. It is critical that brands understand the role of creative design, competitive offer development, messaging optimization & targeted media strategies as mission critical components of building a successful and profitable relationship with customers through this channel.

In virtually every industry, vertical “subscription” business models are expanding and growing in popularity. A record number of brands have introduced new weekly, monthly, and unlimited customer engagement & service based plan offerings. The trend continues to intensify this year with some of the world’s largest corporations evolving their sales methods and channels to meet this growing demand of customers for a greater connection between brand and end consumer. While the benefits to the individual sale remain, it is the subscription model that inherently supports the potential for the building and sustaining of life-time value between the consumer and the subscription offer and company. In a highly competitive market place, a business model that opens up a direct to consumer channel must be a key component of a revenue driving strategy.

The experts at Fosina Marketing Group have been providing a suite of services and capabilities that allow for the construction and development of a direct to consumer subscription strategy and infrastructure. Founded in 2003, Fosina Marketing is a leading full-service, online subscription marketing agency that provides clients with strategic insight, tactics, and message optimization in order to maximize marketing investments. Fosina excels at monitoring real time shifts in technology and consumer purchasing behavior in order to create leverage for their clients and optimize customer acquisition strategies. The experts at Fosina Marketing Group have a clear understanding on how to integrate and optimize evolving online strategies, tactics and tools to create successful programs for their clients. The company builds upon their subscription eco-system capabilities and knowledge with a robust Creative and Media Team that provides its customers with a full end to end relationship supporting all of the vital ingredients that insure success in executing client strategies.

In 2011 Fosina Marketing Group launched their own direct-to-consumer, online premium roast coffee company, Amora Coffee. The success of Amora in the highly competitive coffee industry serves as one of the best case studies for the quality of the services and technology platforms being used to launch and sustain a growing subscription based customer engagement business model. Amora is a “Customer Client” of the Fosina Subscription Model Eco-system and benefits from the ongoing optimization available in compelling offer development, creative design and messaging and innovative media targeting and ongoing data & analytics campaign refinement. The growing roster of Fosina Marketing clients have a similar relationship with the company and see the organization as the consultative marketing partner obsessed with their bottom line metrics.

Founded in 2003, Fosina Marketing Group is a leading full-service, online subscription marketing agency that provides clients with strategic insight, tactics, and message optimization in order to maximize marketing investments. Fosina excels at monitoring real time shifts in technology and consumer purchasing behavior in order to create leverage for their clients and optimize customer acquisition & retention strategies. The experts at Fosina Marketing Group have a clear understanding on how to integrate and leverage evolving online strategies in real time as well as deploy tactics and tools to create successful programs for their clients. As a marketer, there is no better partner in this hyper-changing and intensely competitive arena.